Gujarat Co-operative Milk Marketing Federation Ltd.

Group Members Anand Prakash Gautam Arijit Pathak Deepak Nirwal Nishant Pathak Tanveer Singh Vinayak Gangwar

Kurien lead to importance of cooperatives .HISTORICAL BACKGROUND • In Gujarat.GCMMF • In 1949 observation of exploitation of farmers by Dr. milk procurement from farmers by Polson’s Dairy in Anand. the headquarters of the district • In 1946 setting up marketing agency by milk societies .

AMUL AS A BRAND • Kaira District Co-operative Milk Producers was headquartered in Anand • Later it was called as AMUL (Anand Milk Union Limited ) • Slowly it became a big brand .

Yogurt under brand AMUL • Edible Oil – Dhara (1988) • GCMMF undertook distribution of fruit based products on behalf of NDDB. milk products like Ice Cream. This was done under yet another brand name introduced by GCMMF: Safal (1990) . Butter.PRODUCTS • Milk. Cheese.

Global Presence .

OBJECTIVE • Concerned more on farmers rather than maximising profit • To serve the interests of milk producers • To provide quality products that offer best value to consumers .

HIERARCHY • Lean Organization .

ADVERTISING • Hoardings (billboards) current news • TV Commercials • Sponsoring of movies and TV Series .

HLL in different product categories • Introduction of new products like cheddar cheese slices. ready-made or near ready sweets • Extensive advertising campaigns by emerging giants • Edible oils was found to be a far more difficult task as compared to dealing in milk. Britannia.Supply growth 6%) .CHANGES IN EXTERNAL ENVIRONMENT OF GCMMF • Liberalization in 1991 • Competitors like Nestle. • Supply demand mismatch (Demand growth 8-10% . and the success achieved in organizing farmers into co-operatives was limited.

but private firms enjoys tax benefit • Illegal and unethical practices followed by competitors • Competitors emphasise on maximising profit whereas GCMMF serve the interest of milk producers • Coordination with farmers of different states • Low advertising budget with respect to competitors .CONSTRAINTS • No level playing field as co-operatives remain in legal and regulatory shackles.

RESPONSE • Diversification in the product range • Increasing the processing rate • Reducing middle men from vegetables and food supply chain • Providing new techniques to the farmers to increase per hectare yield .

RESPONSE CONT. • Improvement in food logistics and distribution system • To make products locally and market them locally through a network • Total Quality Management • Become more customer centric .

FUTURE PROSPECTS • • • • Need to be more customer centric They should not solely focus on milk business They are in food processing business Provide new technologies to increase milk yield • They should broaden their vision in terms of production and profit .

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